Archive for 2017

What Consumers Want From Advertisers: Earning Trust and Building Relationships In An Overstimulated World

Monday, December 11th, 2017

Earned advertising, especially that in the form of recommendations from family and friends, has been the reigning champion of influential communication for many years now. According to Nielsen’s trust in advertising report, recommendations from family and friends exceeds the next highest form of communication, branded websites, by fifteen percentage points. It does not take a background in psychology to hypothesize why that might be.

Relationships with human beings are built on a foundation of respect. We listen to one another, make compromises when necessary and show appreciation when appropriate. All of these things are what lead to a healthy relationship with hallmarks like open communication and trust.

Building Relationships In The Digital Age

In the age of social media and Web 2.0, brands have to coexist in the space where human beings communicate with one another. In a rush to forge connections, many brands have skipped the steps required to build a meaningful relationship and they find themselves shouting about their products and service in an empty room.

Consumers care now, more than ever, about the products or services you offer and the value it can add to their lives, but they don’t want to hear it from a brand they don’t trust. In fact, they simply won’t hear it from a brand they don’t trust. Quirk’s Media found that a mere 22 percent of women and only 30 percent of men trust advertising at all. When you make claims about your products or services, consumers are instinctively going to look for trusted sources through which they can verify what you’ve said. If your claims can’t be verified, your chances of convincing a consumer to trust your brand or purchase your product are virtually nonexistent.

False (or unverifiable) claims are not the only kind of online behavior that turn consumers off of a brand. With so much information bombarding people on the internet, often the very tactics brands are using to stand out are what lead to their accounts being ignored, unfollowed, or even blocked.

Successful Social Marketing

With millions of people on social media platforms and an equal number of brands vying for attention, we, as marketers, stand to lose when we are pitted against the living, breathing peers of our target audience that we share the space with. So how do we make our efforts meaningful to our audience?

When it comes to reaching consumers online, they want the same things out of a brand that they want out of a friend. A recent Sprout Social study lists the top three behaviors consumers want to see from brands on social media as honesty, friendliness, and helpfulness. Less than half of the consumers polled were interested in the brands being humorous, on trend, or even politically correct. What this means is that we have to step outside of our perfectly packaged box of product statistics and provide consumers with the real people who are behind the brand persona that can offer meaningful interactions.

A Trusted Brand

When you befriend a human being, you do not repeatedly share all the reasons why you are the best choice and all the benefits one will reap by being friends with you. Yet, this is how many brands attempt to forge connections with their desired audience. On paper, it is easy to see why this strategy is ineffective at best. Building a relationship and developing trust with your consumers starts with knowing who they are. As marketers, it is our job to show (not tell) our target audience that we understand their pain points, that we’ve been in their shoes, and that, through our experiences, we can relate to what they are going through. It’s no longer about your product and what you can do for your consumers, it’s about your consumer and what they want from you.

This kind of authenticity is what makes your communication stand out in the crowd, whether that is on social media, in a print ad or at a major event. Regardless of how you are reaching your consumer, what you say is what matters the most. You cannot make someone trust your brand, you have to earn it.

If you’re interested in building a meaningful relationship with your consumers, FiG Advertising + Marketing can help. Through genuine communication, you can earn trust from your audience.

Denver Personal Trainer Gets A Branding Face Lift

Friday, December 8th, 2017

Boost 180 Fitness Logo

Run and Find Out What Happens was a fitness company run by personal trainer and running coach Michelle Golla. With goals of increasing her client base, Michelle came to us to determine the best course of action for taking her brand to the next level.

Market Research

In order to determine where a brand needs to go to find success, we have to understand the current brand positioning and that of the competitors in the marketplace. After conducting an in-depth analysis of the personal trainers and other fitness competitors in the Denver area and gathering qualitative data from current and past Run and Find Out What Happens clients, we were able to put together a comprehensive campaign plan.


One of the most overwhelming pieces of data that we collected through our market research was two-fold. First, competitors in the area marketed a wide variety of services, including one-on-one training and group fitness. Second, current and previous clients came to Run and Find Out What Happens for a variety of reasons. Our next step was clear, we needed to expand the brand.

Michelle has certifications as a personal trainer, running coach, and health and wellness expert. She is well versed in fitness through a number of methods and we needed to share that with potential clients. We started by re-naming Run and Find Out What Happens to be more inclusive of the services Michelle was capable of offering.

Boost 180 Fitness Is Born

Our creative team worked to find a name that would encompass the fitness capabilities of personal training and group training, as well as Michelle’s specialized education in running.

Did you know that the optimal running speed requires 180 steps per minute? This little-known factoid drove us in our re-branding of Run and Find Out What Happens.

New Logo, New Color Palette, New Website – Same Personal Trainer

With a new name, came a new logo. Our graphic designer created an abstract representation of the Boost 180 Fitness focus on getting active. The goal of this design was to communicate the simplicity of adding exercise into an everyday routine.

When it came time to select colors that would represent the brand, we knew Boost 180 Fitness would need an appealing palette that was energetic and exciting. The bright colors that were chosen illustrated a fun and laid-back personality that would accurately reflect the brand values.

Finally, it was time to put the brand work into action and develop a brand new website for Boost 180 Fitness. Implementing all of the digital best practices, we developed a comprehensive website that shared the value of working out with Boost 180.

We built out content for personal training, group training, and sports fitness training using keyword research to ensure that potential clients were able to find the site. Additionally, we simplified the site structure for optimal user-friendliness. Then, we instituted a regular blog that lived on the site to keep fresh, relevant content on the page at all times.

We are excited to launch the complete website here in the next few weeks. Check back in a few months to see the results analysis of the Boost 180 Fitness rebranding.


Are you a new company looking to make your mark? Or maybe an established company in need of refreshed branding? FiG Advertising + Marketing can help your organization stand out with unique, targeted, and relevant branding that carries through all of your communication for an effective marketing campaign.

Client Case Study: Spark Interiors Triples Web Traffic

Monday, December 4th, 2017
spark logo

Spark Interiors is a Denver-based interior design firm run by local businesswoman Megan Thompson. After being founded in 2013, Spark Interiors quickly reached and surpassed a number of milestones, including acquiring a number of major commercial accounts, such as the Arvada Chamber of Commerce. It was this experience with corporate interior design that led to Spark Interiors goal of becoming a leading design firm for commercial space.

After recognizing some shortcomings with Spark Interiors current digital visibility and reach, Megan came to us.

She knew that in order to widen her exposure to commercial clients, Spark Interiors would need to optimize their digital presence. We conducted initial market research and determined a campaign strategy that would help Spark Interiors achieve their goals.

Website Redesign

The original website for Spark Interiors lacked two key components that drive digital success. The first was an aesthetic appeal that was consistent with the brand and promoted user-friendliness and the second was body copy to prove authority on the subject of interior design.

Our graphic designer worked closely with Megan to develop a unique brand identity that kept users on the Spark Interiors web pages. With aesthetically pleasing design enhancements and a user-friendly interface, the bounce rate decreased by more than 150 percent. A bounce rate is the percentage of web users who navigate away from a site after viewing only a single page. We interpret a low bounce to mean that users are finding what they are looking for when viewing our web pages.

Search Engine Optimization

The next step was to optimize the content on the Spark Interiors website to show search engines that we provided what searchers needed for certain keywords. Page by page, we built out the content for each of the Spark Interiors specialties. The increased usability and keyword optimized content drove organic search traffic to a 120 percent increase. Spark Interiors more than tripled the number of new users that visited their website last month.

Direct Marketing

The Spark Interiors direct mail marketing campaign launched last month, reaching thousands of Colorado residents with high-quality, printed collateral.

Email Marketing

A fully automated e-mail campaign launched this month, including unique newsletters written by the Spark Interiors principal designer. With a customized workflow, we are able to deliver personalized messaging to potential, current, and past clients to establish top-of-mind awareness for Spark Interiors within a targeted audience.

Campaign Results

While the Spark Interiors marketing campaign continues to expand, the results of the initial efforts are undeniable. With overall site traffic more than tripled since the launch of this campaign and interaction with nearly 300 new users, the Spark Interiors digital presence has exploded. In just six weeks, Spark Interiors has been contacted by more than 30 potential clients.

If you are interested in exponential growth and increased brand awareness for your business, FiG Advertising + Marketing is the agency for you. From market research to campaign analysis, we deliver unbeatable results from all of your campaign deliverables. Find out what we can do for your brand today.

Google Joins Programmatic Television Ad Games

Wednesday, November 15th, 2017

Over the past two decades, digital advertising has evolved at an exponential rate. Programmatic advertising has been a major player in the evolution of highly-specific, targeted ads.

Programmatic advertising uses real-time bidding to serve ads to audiences based on brand data. This technique allows brands to spend their advertising budgets serving ads to the most relevant audience for their products or services. Last year, programmatic advertising accounted for nearly 80 percent of digital ad spending. And it is not done evolving.

Programmatic ad buying has made its way into the television sector. With more than $73 billion dollars going into traditional television advertising, there is significant room for programmatic advertising to grow into, but some advertisers are skeptical.

Television advertising is largely rooted in traditional methods, including direct negotiations for ad space. As the way television is consumed changes, advertisers have to change their methods to keep up. On digital platforms, the goal of programmatic advertising is to increase the efficiency of advertising budgets. When it comes to television, though, the goal of programmatic advertising will be to reach highly-specific audiences and, ultimately, see higher ROI for their TV ad spend.

CBS is jumping on the programmatic train with their streaming service, CBS All-Access. One of many network services that will be partnering with Google to deliver TV ads through their platform, CBS is a major win due to the popularity of the network as a cable provider. Google, a leader in what seems like everything, has been trying the break into the television sector for a while now; this most recent partnership stands to gain the platform significant leverage as a go-to provider for serving television ads.

As an established leader in the search world, Google, has access to a host of information that would be beneficial to advertisers looking the capitalize on television audiences, including what users are searching for during and following shows and advertisements. This information can give advertisers more immediate information regarding the effectiveness of their TV spots.

remote pointed at television

Additionally, Google’s ad serving platform, DoubleClick, is the most widely used platform on the web, allowing advertisers to programmatically serve ads on YouTube. This gives Google an advantage over other providers because of this experience, which parallels that of serving ads on streaming services.

Television advertisers and broadcasters alike are in a unique situation to cultivate this newest endeavor into programmatic advertising. Brian Stempeck, chief client officer at The Trade Desk, says that the shift into programmatic television advertising can only be successful if it remains focused on improving the advertising experience for consumers. “If we’re replicating TV we’re doing it wrong,” he says. Advertisers are already experimenting with how to reinvent the consumer ad experience, from Fox’s 6-second shorts to ads that allow for consumer engagement.They will continue to test new methods and ideas to bring successful advertising seamlessly into a consumer’s life, instead of interrupting it. Great innovation is needed to ensure that the quality of both the advertisements and the television programs is not compromised as this new approach to traditional advertising takes hold.

Keep your advertising strategy up-to-date with FiG Advertising + Marketing